Raising Donor Sights: Turning Annual Gifts Into Lasting Impact
- John Donovan, CFRE
- 1 day ago
- 4 min read
As philanthropy officers, one of our most important responsibilities is helping donors move from transactional giving to impact philanthropy. Many supporters typically give year over year to support our organizations and their missions as well as to be a part of various giving societies. With the right conversations, tools and strategies, we can invite them to consider higher-level gifts, multi-year commitments and giving through assets beyond cash. Campaigns are a natural mechanism to have these conversations.
From One-Time Gifts to Multi-Year Pledges
Many donors make annual gifts at various levels from $1,000 to $100,000. These gifts are then stewarded throughout the year with the request made again. The campaign serves as an opportunity to secure multi-year commitments and to ask for an increase in support during the campaign period by utilizing the vision outlined in the campaign priorities.
Framing a pledge as a way to amplify impact and raise sights for others helps donors see how their generosity can stretch further. For example, asking a $5,000 annual donor to increase their annual gift and commit to a pledge over a five-year period turns a $5,000 one-time gift into a $25,000 or $50,000 pledge. This provides elevated investment and recognition opportunities for the donor and also allows for more people to be brought into gift officer portfolios.
Raising Sights
Roughly 85% to 90% of U.S. household assets are in non-cash forms, such as retirement funds, real estate, securities or business ownership. Focusing on non-cash giving (stock, DAFs, real estate, estate planning) aligns with where most wealth is actually held. We should consistently remind donors that there are multiple ways to give, including:
Appreciated stock: Appreciated stock is particularly attractive given the considerable growth in the market over the last decade. Donating appreciated securities is a tax-efficient strategy that reduces the net cost of the gift.
Donor Advised Funds (DAFs): Many donors already have charitable dollars set aside in these vehicles, so it’s important to clearly communicate that your organization is eligible to receive them.
Estate and planned gifts: Introducing legacy conversations early can plant the seed for bequests, trusts or beneficiary designations.
For longtime annual donors, one effective approach is to endow their yearly giving. A useful guideline is a gift equal to 20 times their typical annual contribution. For example, a $20,000 estate gift can permanently fund a $1,000 annual gift, assuming a 5% yearly distribution.
The table of gifts created for the campaign is an effective visual that can be used with donors to raise sights. Outlining the number of gifts that are needed at each level to reach goals provides an opportunity to ask our donors to join others at similar giving levels. Sharing this with donors helps them imagine themselves making a more significant impact. Internally, it keeps the team aligned on where prospects might fit. This same approach works with naming or recognition opportunities.
Segmentation
Leveraging data to segment donors by interests and giving capacity enables gift officers to focus on those with the greatest potential to increase their support. Focusing increased attention on a subset of portfolios will yield greater performance.
Putting It into Practice
The key is to engage our annual donors as multi-year investors. By layering in conversations about pledges, non-cash assets and planned giving, we help donors discover ways to deepen their relationship with our mission. Our job is to provide the vision and tools that make higher-level giving both inspiring and achievable.
Our job is to provide the vision and tools that make higher-level giving both inspiring and achievable.
Action Steps for Major Gift Officers
Move Donors from One-Time Gifts to Multi-Year Pledges
Identify annual donors giving $1,000 – $100,000 and prepare a short list of upgrade-ready prospects.
During campaign visits, present pledges as a way to multiply impact: “Your $5,000 annual gift becomes $25,000 when pledged over five years—a legacy that sustains care well beyond today.”
Track progress by setting a personal goal: convert at least three annual donors per quarter into multi-year pledges.
Raise Sights Using Non-Cash Assets
Integrate giving options into every donor conversation: ask if they’ve considered appreciated stock, DAFs or estate gifts.
Share simple one-pagers showing tax benefits of stock gifts.
Make year-end reminder emails/calls: target donors with portfolios likely to include appreciated securities.
When speaking with longtime donors, ask: “Have you thought about how your annual gift could live on as a legacy gift in perpetuity?”
Endow Annual Fund Gifts
Target donors with five or more years of consistent giving history.
Present the “20x rule:” “With a $20,000 planned gift, you can endow your $1,000 annual gift in perpetuity.”
Introduce the concept during stewardship—not just solicitations—so donors see it as part of their long-term relationship with the organization.
Use the Campaign Table of Gifts to Frame Asks
Utilize a fillable table of gifts and share at donor meetings as a visual anchor: “We are inviting 15 donors to join at the $100,000 level. You would be among this leadership group.”
Pair the chart with recognition opportunities (naming spaces, program funds, etc.) to make the level feel tangible.
Segment Portfolios for Focused Work
From existing data, think about donors in different segments for the campaign. Upgrade-ready annual donors (likely to pledge and increase giving), asset-rich donors (stock, DAF, estate potential) and loyalists (eligible for endowment/legacy discussions).
Dedicate extra touches and visits to each group: two to three personalized actions per month (calls, notes, meetings).
Engage Annual Donors as Campaign Investors
Change language from “supporter” to “investor in the campaign vision.”
In meetings, show how their gift helps close a gap or fund a priority area.
Share impact updates quarterly so donors see their role in a larger movement, not just a transaction.
About the Author: John F. Donovan, CFRE, is a Principal Consultant with Accordant. He specializes in campaign strategies and implementation. John can be reached by email at John@AccordantHealth.com or through LinkedIn.
